A crisis can reach any organization, large or small, from member associations to credentialing bodies. What sets organizations apart is not whether something difficult happens, but how ready they are to respond. When the moment comes, a clear, prepared communications plan keeps leadership aligned, messaging consistent, and your audiences informed. The organizations that come through with trust intact are almost always the ones that prepared before they needed to. This guide explains what a crisis communications plan is, why every association and credentialing body should have one in place, and what to include.
Key takeaways
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What is a crisis communications plan?
A crisis communications plan is a prepared, structured approach to communicating during a difficult or high-stakes event, such as a leadership transition, a public controversy, a data incident, or anything that puts your reputation or your members' trust on the line. It defines who speaks, what is said, how quickly you respond, and how messaging stays consistent across every audience and channel. For an association or credentialing body, that means a guide your communications team, board, committees, and volunteer leaders can rely on when time is short and clarity matters most.
Why every organization should have one in place
The middle of a crisis is the hardest time to decide how to communicate. A plan prepared in advance gives your team a clear path to follow, so you can act decisively instead of scrambling. For associations and credentialing bodies, the stakes are especially personal: your reputation is tied directly to member trust, and for a credentialing body, to the integrity and value of the credential itself. The benefits of a ready plan are straightforward:
- Alignment: Leadership, staff, and the board speak with one consistent voice.
- Speed: You respond quickly, before confusion or speculation fills the gap.
- Trust: Clear, honest communication protects the reputation you have built.
Strong, consistent communication is also what builds the trust that carries an organization through hard moments.
What to include in your crisis communications plan
A complete plan moves from internal alignment to public response. Here are the core components to build out and keep ready.
1. Start with a crisis intake meeting
Bring key internal stakeholders together to review the issue, prior communications, your brand voice, and the reputational stakes. Assess severity, align your approach with leadership and legal counsel, and prepare spokespeople with media training. Define internal messaging for the board, committees, and staff, and draft talking points or town hall scripts.
2. Prepare your official statement
Interview your designated spokesperson, then draft, review, and revise an official statement. Incorporate legal and compliance feedback, then finalize and approve the messaging for distribution.
3. Craft a tailored media pitch
Create a message for proactive or reactive media outreach, with a clear angle relevant to both your organization and the outlet you are approaching.
4. Build a targeted media relations plan
Identify the industry, regional, and national media contacts who matter most, and compile a media list using publicly available contact details.
5. Execute and monitor media outreach
Pitch proactively to your media list and respond quickly to journalist inquiries. Monitor coverage, share updates with leadership, and track results for at least five days after the release. Plan a follow-up campaign or op-ed where it adds value.
6. Activate a coordinated social media response
Draft a social version of your official statement and create platform-specific posts for your primary channels. Use consistent, branded visuals, schedule your posts, and define clear guidelines for engagement and monitoring.
How to put your plan into practice
The most effective crisis plans are built and reviewed during calm periods, not written under pressure. A few ways for your association or credentialing body to stay ready:
- Identify your crisis team and spokespeople now, and confirm their roles.
- Keep templates ready: a holding statement, a press release shell, and social post formats.
- Maintain an up-to-date media list and internal contact tree.
- Review the plan at least once a year and after any real event, so it keeps improving.
Frequently asked questions
When should we build a crisis communications plan?
Before you need it. The plan is most valuable when it is prepared in advance, so your team can act quickly and consistently the moment something happens.
Who should be involved?
A core crisis team typically includes senior leadership, your communications lead, board representation, and legal counsel, along with designated spokespeople who have had media training.
How quickly should we respond in a crisis?
As quickly as you can do so accurately. A prepared holding statement lets you acknowledge the situation early, then follow with fuller details as facts are confirmed. Speed and accuracy together protect trust.
Do smaller associations and credentialing bodies need a plan?
Yes. Every organization has a reputation and a community that depends on it, and that is just as true for a smaller association or credentialing body. A plan does not have to be elaborate, but having one ready makes a meaningful difference when it counts.
Is your organization ready?
A clear plan helps your organization act decisively, reduce confusion, and protect its reputation when it matters most. AH's marketing and communications team helps associations, credentialing bodies, and nonprofits prepare crisis communications plans and respond effectively when they are needed.
Want help building or strengthening your plan? Get in touch with AH.
